These days a lot of companies promote their values through their branding, but do they really understand the meaning of being genuinely purpose-driven? Rod Curtis is Director, Strategy and Creative Lead at Kommunal, Brand Strategy Architects, and he says purpose-driven branding matters more than ever. He explains how a clear and compelling purpose not only attracts customers, talent, and investors, but also strengthens your brand against competition in a world of copycat products and greenwashing. He shares practical ways to define your brand’s purpose and how to make it both visible and credible.

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